Kraft shows support for real families in new branding push | BBDO Atlanta touts HoneyBaked Ham's convenience factor | The Martin Agency replaces Williams with Cavallo as CEO
December 13, 2017
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Kraft shows support for real families in new branding push
Kraft shows support for real families in new branding push
(Kraft Brand/YouTube)
Kraft has unveiled a campaign from Leo Burnett called "Family Greatly," which features real parents and their children to emphasize how the brand "supports today's modern families." The campaign includes new consistent packaging across Kraft brands, TV, digital, a dedicated site and a social effort to encourage families to share their own stories, with the brand's employees also acting as social influencers.
MediaPost Communications (12/12),  The Drum (Scotland) (12/12),  Ad Age (12/11) 
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Company News
BBDO Atlanta touts HoneyBaked Ham's convenience factor
BBDO Atlanta touts HoneyBaked Ham's convenience factor
(HoneyBaked Ham/YouTube)
BBDO Atlanta has created HoneyBaked Ham's first TV spot in 10 years, which features a woman named Kelly making the disastrous choice to try to cook a "KellyBaked" ham instead of opting for the brand's product. The ad shows Kelly becoming increasingly frenetic as she unsuccessfully tries to bake her own ham, finally resorting to using a chain saw to carve her burnt creation.
Adweek (12/12),  The Drum (Scotland) (12/11) 
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The Martin Agency replaces Williams with Cavallo as CEO
IPG's The Martin Agency has named Kristen Cavallo as its new CEO, replacing Matt Williams with immediate effect. The move follows Chief Creative Officer Joe Alexander's departure from the agency amid allegations of sexual harassment.
The Drum (Scotland) (12/12),  Adweek (12/12),  The Wall Street Journal (tiered subscription model) (12/12),  MediaPost Communications (12/12) 
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Humanaut puts Mary, Joseph on a modern talk show for Home Paternity
Humanaut puts Mary, Joseph on a modern talk show for Home Paternity
(HomePaternity/YouTube)
Humanaut's long-form digital spot for Home Paternity reimagines a modern Nativity tale, with Mary and Joseph appearing on a tabloid talk show to try and convince the audience that God is the baby's father. The show is interrupted with an ad from the brand telling men they can test for paternity from the comfort of their own homes.
Campaign US (free registration) (12/12) 
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Market Trends
Google: Adopt ads.txt to prevent ad fraud
Google: Adopt ads.txt to prevent ad fraud
(Leon Neal/AFP/Getty Images)
Premium publishers are losing more than $1.27 billion each year due to ad fraud, and marketers should only buy programmatic inventory that's authorized via publishers' ads.txt files, according to a Google study. The Interactive Advertising Bureau Tech Lab's Dennis Buchheim said, "It is critical that the industry comes together to put a stop to criminal activity and secure the health of the supply chain."
The Drum (Scotland) (12/12),  Digiday (12/12) 
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Facebook opens up AR Studio, including "World Effects," to all
Facebook opens up AR Studio, including "World Effects," to all
(Omar Havana/Getty Images)
Facebook has rolled out its AR Studio to all creators, including its "World Effects" feature, which is similar to Snapchat's World Lenses. "We want artists, developers, brands and more creators to be able to build and share amazing AR experiences," Facebook's Ficus Kirkpatrick wrote.
TechCrunch (12/12),  Adweek (12/12) 
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A good opening line can help frame work conversations
Grab someone's attention at work by saying something like "You're the very person I want to see" or "I just heard something that will interest you," Judith Humphrey writes. If you're approaching someone who looks busy, start by asking if the person has time to talk.
Fast Company online (12/11) 
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